If there is such a magazine advertisement in front of you: 1, the electronic version of the fashion magazine 20 yuan, 2, the paper version of the fashion magazine 50 yuan, 3, the electronic version + paper version of 50 yuan, if you want to buy, which choice is your choice?
You read it right, the price of the paper version of the magazine and the package is the same, are you going to choose 3, obviously 50 yuan can buy two versions, why buy one, and even produce the idea that the choice 3 is equivalent to the electronic version is sent, everyone basically has such a psychology. So often the package will sell more hot, unless you just want to buy a single item, then it is another matter.
This is what merchants and marketers want to see, and in fact they succeed. Why this marketing method will get the desired effect, what is the marketing principle or consumer psychology behind it, how we are "manipulated", we should all understand, at least to be a sober consumer or a smart marketer.
One point of human behavior that is roughly the same is that people rarely make uncontroversial choices, that is, people are accustomed to comparing the values of known things before making a decision, and which is good will be inclined to which. Because only through comparison can we understand the relative advantages and disadvantages between things, and estimate its value. For example, we don't know the price of an automatic car, but we can guess that it is more expensive than a manual car.
Almost all of life will use the relative relationship, we want to buy a washing machine, do not know what brand to buy, until one day on the TV to see a certain brand of washing machine, its aspects meet your requirements, you decide that it is it; we do not know what kind of life we desire, until we feel that the harmony and tranquility of friends around us is what we pursue the life; we do not know where our goal is, until we see others holding trophies, dazzling looks, only to understand the direction of the future struggle.
There seems to be contrast everywhere in life, and contrast means that we need to spend energy to compare which is more agreeable, and it is more difficult to have a choice phobia.
So in the above magazine example, in the electronic version and the print version of the choice, the goal is clear, if not clear, it will be tangled, so the marketer will "intimately" launch the package price, and it is the same price as the print version, this trick is quite effective for the tangled person, because it provides a seemingly simple and cost-effective choice.
Why seems, in fact, its reason is the same as Taobao's free shipping, we will always give priority to the free shipping products, even if we almost all know that the postage of the free shipping products has actually been added to the price of the goods, but still involuntarily choose it.
In the book "Grotesque Behavior", the author did an experiment with 100 participants in the magazine in the opening example, and the result was that 16 people chose the electronic version, 0 single print editions, and 84 people chose the electronic version + print package price. Obviously, in the comparison of package prices, there is no price advantage for single-order print magazines.
The authors refer to the option of ordering a print magazine as "bait" because it clearly affects their choice. The author deleted this bait, leaving only 1, the electronic version of the fashion magazine for 20 yuan, 2, the electronic version + print version of the magazine 50 yuan, the result completely changed, the single order electronic version from 16 people to 68 people, the choice of package from 84 people to 32 people, obviously the single order print version of the last round no candidate, but this round to remove it turned out to be so much, the reason is that there is a contrast, it is a bait that prompts people to choose the package version.
The phenomenon that this setting comparison option influences the selection result is the decoy effect. The theory of relativity in life can help us make decisions, but it also comes with a bad side, because we tend to have the psychology of comparison or comparison, which affects our mentality and mood.
The height of the comparison is not directly proportional to the degree of happiness, and studies have shown that the happiest people are not in countries with high personal incomes. You will find that there is no end to comparison, no matter what you have today, tomorrow always want better, but happiness has not always followed it. Because of the nature of pursuing happiness and breaking free, the good thing is that we can control the size of the circle we compare, and we can actively break the strange circle of relativity.
Like a successful entrepreneur, James Hun, he is worth a lot, but he knows how to make the circle of life smaller, and he will start by selling his Porsche boxster sports car and replacing it with a Toyota Prius. Here's what he said: Because you own the Porsche boxster, you want to own the Porsche 911, and when you have the Porsche 911, you think of Ferrari.
Face up to your own desires, learn to control your desires, once the fire of desire burns, extinguishing requires a lot of power, and at the same time will leave a messy heart, rather than water without a trace. Just like James Hun above, take the initiative to cut the rope of climbing and return to the original intention of life.